How We Helped OOLY Increase their ROAS by Over 60% in Just One Quarter
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Total Sales Up by
110%
Total Orders Increased by
137%
Conversion Rate Improved by
43%
Added to Cart Sessions Increased by
21%
THE CLIENT
About OOLY
OOLY is a vibrant arts and crafts brand known for inspiring creativity in both kids and adults. Specializing in high-quality, fun, and unique art supplies (from non-toxic crayons and markers to DIY kits and creative gifts) OOLY stands as a competitor to big names like Crayola and Prang. Their mission is to help individuals by offering products that spark imagination and self-expression.
In our partnership with OOLY, we focused on optimizing their paid advertising strategy, enhancing creative content, and refining audience segmentation. These efforts resulted in a significant boost in brand engagement, sales, and customer acquisition, especially during key shopping seasons.
Maximizing ROAS
Total Sales Up by
110%
Maximizing ROAS
OOLY came to Structured with a clear goal: to enhance their ROAS and capitalize on key shopping seasons to drive sales. Despite having a fun and playful brand, their campaigns weren’t performing to their potential, particularly during critical times like the holidays. The main challenges were a lack of creative consistency, missed opportunities to target customers during key moments, and a disorganized account structure with no clear separation between prospecting and retargeting.
From the start, we knew that OOLY’s account needed a complete overhaul. We focused on restructuring their campaigns to ensure clarity between prospecting and retargeting efforts, allowing us to better reach new customers. We also revamped their creative strategy to match the vibrant and playful essence of their brand, ensuring it resonated with their audience and increased engagement.
What were the pain points?
The main challenge here: Amplify Sales and Improve Audience Engagement Profitably
When OOLY came to us, their campaigns weren’t delivering the expected performance, and their ROAS was underwhelming, especially during key shopping seasons. Their creative didn’t fully capture OOLY’s playful, vibrant brand, leading to missed opportunities for engagement and a decrease in conversion rates. On top of that, the lack of proper audience segmentation meant that OOLY was attempting to speak to everyone, resulting in ineffective targeting and poor campaign efficiency.
So we identified key areas of focus:
- How can we create campaigns that resonate with our target audience while boosting ROAS?
- How do we better structure our account to separate prospecting from retargeting for optimal reach?
- How can we capitalize on key shopping seasons to drive more sales and customer acquisition?
Additionally, OOLY needed to better align their creative with their brand's personality and messaging. The lack of a clear strategy for scaling during key shopping moments made it harder for them to truly stand out, resulting in untapped potential that we needed to unlock.
How did we do it?
We restructured OOLY’s campaign strategy and refreshed their creative to better align with their playful brand identity. This not only improved ad engagement but also made their campaigns more effective, boosting both ROAS and conversion rates. By segmenting prospecting and retargeting efforts, we tailored content for key shopping moments and helped OOLY connect more with their audience, ensuring better long-term growth.
These initiatives resulted in a strong foundation for OOLY, setting them up for continued success and growth across future campaigns.
Account Overview
We Inherited an Account That Had:
- Disorganized campaign structure and audience segmentation
- Underperforming ad creatives that didn’t reflect the brand’s playful identity
- No clear distinction between prospecting and retargeting campaigns
- Low engagement rates and poor conversion performance
Main points to note:
Streamline Campaign Structure:
Separate prospecting from retargeting campaigns to optimize your ad spend. This helps you reach new customers while keeping existing ones engaged, leading to better targeting and higher conversion rates.
Refresh Creative to Match Brand Identity:
Align your creatives with your brand’s core identity. Ensure your messaging and visuals resonate with your audience to increase engagement and drive higher ROAS and conversion rates.
Focus on Key Shopping Moments:
Plan and execute campaigns specifically for high-impact shopping periods (like holidays or seasonal events) with tailored offers and messaging to boost engagement and sales.
Diversify Creative Formats:
Test a variety of creative formats, including video, static images, and written content. This ensures you’re engaging a broader audience and helps you find the most effective ads to scale.
Leverage Data-Driven Creative Testing:
Use a data-driven approach to test creative assets across different platforms. This allows you to scale high-performing ads and optimize future campaigns based on proven success.
The Outcome?
Total Sales Up by
110%
Total Orders Increased by
137%
Conversion Rate Improved by
43%
Added to Cart Sessions Increased by
21%
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If you’re looking to elevate your brand and achieve long term sustainable growth, we’d love to discuss how our expertise can drive your success. Enter your details below, and let’s start the conversation!
